World’s Most Common Problem in Destination Marketing
What is the difference between successful and non-successful destinations from the destination marketing perspective? In this post, I want to understand the details behind successful destination marketing. What is the one key thing to gain competitive advantage in destination marketing?
When we start to think about the exact reasons for the success, I suppose that most of the people will answer that: “It is all about the strategy”, or “The budget walks hand-in-hand with the success”. Third largely heard opinion is: “There are right people behind it”.
These are all right answers while looking at them from the micro perspective. Anyway, by turning the whole point of view into a larger scale, we can find one rallying point for all of them. That is the collaboration. Collaboration ties all of them together and separates the destinations into a successful and non-successful.
d’Angella & Go (2007) and Fyall, Garrod & Wang (2012) have created an excellent researches about the connection between collaboration and marketing. Main results were that, in tourism destinations collectivism is needed for individual success. In such a win–win situation cooperation brings higher competitiveness for the actors involved. The collaboration allows destinations to expand their reach and tap into wider market opportunities. Collaboration is also natural response to the marketing and management challenges of destinations.
We can pointedly say that to succeed with marketing objectives, it is necessity to re-orientate with organisational level toward the achievement of ‘‘collaborative advantage’’ rather than ‘‘competitive advantage’’. The future norm for successful destination marketing and management will be more collaboration and less isolationism. Good example about the destination marketing with “collaborative advantage” is Iceland.
How DMO can strengthen up the level of collaboration?
There are usually many different aspects affecting for the willingness to do collaboration. In many cases, behind the non-collaborative destination you will find following similarities: trust, fear of change and preposterous expectations toward DMO. These all fits in under the following statement: lack of knowledge. There are tons of small micro companies (SME’s) in tourism industry, which does not have the knowledge about nowadays needs. Many of them do not even know the basics about the current issues in marketing scene.
We have almost reached the 2020’s and the marketing is focusing more and more on different digital channels. To be successful, one must be able to develop itself to answer for nowadays needs. Unfortunately, the fact is that SME’s knowledge toward digital marketing is still limited. These small entrepreneurs are still playing by the rules settled in the 90’s. Posters, brochures, newspapers and letters via postal mail. There are too many whose only digital channel is Facebook without any idea how to use it effectively.
To be successful in destination marketing your every component needs to be at a certain level. In situation where the SME’s do not even know how to be visible in online you don’t meet with this goal. As a DMO, encourage the entrepreneurs to improve their skills in digital marketing. That is the modernity, and it is the necessity. SME’s don’t need to be professionals but if they even know how to be visible in online, how to create content, how to use SEO and how to use social media effectively, you are already one step ahead.
How to learn digital marketing together as a destination?
Content creating is now easier than ever. You do not need to be an engineer to create content anymore. Everyone has a possibility for that in the internet. Social media (SM) and content management system’s (CMS) such as WordPress have unlimited options to share content effectively and more importantly, easily.
Educating people inside the destination is not even time-consuming process for DMO anymore. Most of the programs are available in digital format. Even better, there are great variety of free courses where to participate in. Encourage the SME’s to attend for these free courses and learn how to use these different online tools. Check out these top free online courses to upgrade your destinations digital marketing skills in to next level:
1. Google Digital Garage: https://learndigital.withgoogle.com/digitalgarage/
One of the most versatile courses is offered by Google. These completely free online courses will guide the participator through everything from search engines, to social media and beyond. There is totally 26 different topics and 106 lessons. You will learn to use SEO, create content, to be visible in online, launch different kind of marketing campaigns and use analytic tools more effectively. This is probably the best place to start learning the basics of digital marketing and E-Business.
2. Alison Diploma in E-Business: https://alison.com/course/Diploma-in-E-Business
Alison is a massive online learning community of more than six million registered users. They offer both, free and paid courses. Now you can take the free digital marketing course, Diploma in E-Business. Taking part for the course you develop your skills in search optimization, Google Analytics and AdWords, campaign tracking and integration, revenue metrics analysis, digital measurement, and much more. Extremely useful and recommend course to upgrade your current knowledge.
3. HubSpot Academy: https://www.udemy.com/inbound-marketing-course/
HubSpot Academy offers an incredibly comprehensive digital marketing courses. They are also offering free and paid courses. Recommend free course is: Inbound Marketing Course. This course has currently more than 35K participators. This inbound marketing course offers over 4.5 hours of instruction with totally 38 lectures, and all of them are completely free. You will learn how SEO, blogging, landing pages, lead nurturing, conversion analysis and reporting come together to form a modern inbound marketing strategy.
Benefits of collaboration
At the beginning, it is enough if you can encourage even couple of companies to take a part for these courses. As a DMO, think about the benefits of educating the people inside your destination.
1. You will get available working hours and other resources for your destination marketing. That does not involve even money transfers. The more people we have creating content about the destination, the easier all of this provides advantage through synergy. Little by little the visibility and awareness of whole destination will start to increase.
2. Togetherness creates strength. It is always better to have more people doing right things at the same time. Professionals are important, but one or two gurus cannot do everything by themselves.
3. You can start to build a common marketing strategy in more detailed level. Exploit the different digital channels as together and create a controlled content network between the individuals inside the destinations.
Once you have reached that, you are ready to take a step for the next level: collaboration between destinations and organisations.